Michelin is arguably the world's leading authority on innovation in tires. The brand supplies rubber for the world's finest and fastest cars, including the new Porsche 911 GT3. Along with finding the stickiest rubber compounds possible, the French brand is often looking for ways to reduce its impact on the environment and has even made efforts to turn plastic bottles into tires. Now it is bringing the idea of repurposing waste home by launching a limited-edition watch that has a strap made from recycled Pilot Sport tires. In collaboration with Bamford London, just 133 pieces will be made - one for each year since Michelin was founded in 1889.

Named the Michelin x Bamford B347 Pilot Sport, the limited watch is based on the regular, Swiss-made Bamford B347 that was launched last year. This iteration of the watch builds on the cutting-edge materials and design of the original with a forged carbon case (measuring 41.5 millimeters) that houses a Sellita SW510 automatic movement. A single push-button at 2 o'clock provides the start-stop-reset function. The tachymeter is clearly inspired by racing with its checkered pattern while Michelin's particular shade of yellow highlights the seconds and sub-dial hands of the watch. The white accents on the black dial "are a nod to Michelin's latest brand campaign" and the fact that tires used to be white.

On the strap, which is made using recycled Michelin Pilot Sport 5 test tires, the brand's yellow appears as a colored fleck. This strap also features the same tread pattern as the Pilot Sport 5.

"This joint project has allowed us to create something aspirational, that represents Michelin today, all whilst putting some R&D samples of our latest tires - the Pilot Sport 5 - to good use," commented Michelin's Dan Smith.

The timepiece launches in time for this year's Goodwood Festival of Speed, taking place this weekend. This is the only show in the year where Michelin appears in the Supercar Paddock without its normal blue and yellow corporate colors. Obviously, the watch will add a splash of color.

As for cost, this is available from Bamford London at a cost of £2,500, or a little less than $3,100.